Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling

Zusammenfassung

Due to the ever-growing internationalisation of traditional eating habits – including menus with more courses combined with premium drinks – wine has become an integral component of culture in many countries [7]. Particularly in widespread areas of Asia and in Middle and Eastern Europe, wine consumption has obtained socio-cultural significance and hedonistic value [43]. Hence, world consumption of wine slowly began to rise from 224 million hl in the early 1990s to an estimated 232 to 242 million hl in 2010 [49], [51].

[2] Alyward, D.K. (2003): A Documentary of Innovation Support Among New World Wine Industries, http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1008&context=commpapers&sei-redir=1#search="alyward+2003+new+world.

Felzensztein, C. (2004) Is the country of origin the fifth element in the marketing mix of imported wines? A critical review of the literature;. Journal of Food Products Marketing 10: pp. 73-84
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